Will the Ali effect harm MMA?
I have a tremendous amount of respect for Muhammad Ali. He was and is a very courageous man. But just because you respect a man does not mean that you condone his every action. The Greatest's most enduring contribution to combat sports, may not be his ring legacy or social activism but in fact his negativity sells marketing tactics.
Ali, despite his tremendous skill set, felt the need to sell a fight. He correctly recognized that fighting is a sport and boxing is a business. Ali understood, much like P.T. Barnum, that hype was an effective marketing tool. He knew that the business of boxing had pitifully little excitement and he needed to create a buzz. Ali attempted to touch a common fiber of everyman and recreate the emotional dust up after school.
Two kids who truly didn't like each other and had an issue to settle always drew a crowd. Tensions began to brew, insults began to fly and the inevitable confrontation was set. The fair fight was a scenario that was once part of the American, if not human experience. It had energy and theater. It was talked about, wagered on, eagerly anticipated and well attended.
Ali recognized that boxing unlike fighting was about dollars and cents. At the end of the brutal day, the dollars had to make sense. He popularized the calculated and intentional belittling and denigration of opponents as an effective means to create theater, foster interest and to ultimately sell tickets (we can now include ppv buys).
Ali was blessed with the gift of gab, showmanship and good looks. Consequently, he was extremely successful with this tactic. And since imitation is said to be the sincerest form of flattery, a new sports marketing tool was born and flourishes to this day.
Boxing promoters, attempting to capitalize on MMA popularity, were significantly responsible for bringing this legacy and marketing technique to modern MMA. Gary Shaw, Pro Elite XC and their product called Kimbo Slice had a brief yet lasting impression on the business of MMA.
Martial arts has always maintained the tradition of honoring your opponent. Now, MMA is beginning stray from its' roots to embrace the controversy and personal animosity sells mentality. MMA web site forums also seem to encourage the culture of fighter bashing and negativity.
Apparently it is not enough to simply enjoy the art and anticipate the match-ups. Now 'Grease-gate' theories, profanity laden tirades, reality show buffoonery, personal attacks and racist rants seem to rule the day.
I respect the man Muhammad Ali but possibly his most lasting contribution to combat sports, negativity sells marketing ...not so much.
Ali, despite his tremendous skill set, felt the need to sell a fight. He correctly recognized that fighting is a sport and boxing is a business. Ali understood, much like P.T. Barnum, that hype was an effective marketing tool. He knew that the business of boxing had pitifully little excitement and he needed to create a buzz. Ali attempted to touch a common fiber of everyman and recreate the emotional dust up after school.
Two kids who truly didn't like each other and had an issue to settle always drew a crowd. Tensions began to brew, insults began to fly and the inevitable confrontation was set. The fair fight was a scenario that was once part of the American, if not human experience. It had energy and theater. It was talked about, wagered on, eagerly anticipated and well attended.
Ali recognized that boxing unlike fighting was about dollars and cents. At the end of the brutal day, the dollars had to make sense. He popularized the calculated and intentional belittling and denigration of opponents as an effective means to create theater, foster interest and to ultimately sell tickets (we can now include ppv buys).
Ali was blessed with the gift of gab, showmanship and good looks. Consequently, he was extremely successful with this tactic. And since imitation is said to be the sincerest form of flattery, a new sports marketing tool was born and flourishes to this day.
Boxing promoters, attempting to capitalize on MMA popularity, were significantly responsible for bringing this legacy and marketing technique to modern MMA. Gary Shaw, Pro Elite XC and their product called Kimbo Slice had a brief yet lasting impression on the business of MMA.
Martial arts has always maintained the tradition of honoring your opponent. Now, MMA is beginning stray from its' roots to embrace the controversy and personal animosity sells mentality. MMA web site forums also seem to encourage the culture of fighter bashing and negativity.
Apparently it is not enough to simply enjoy the art and anticipate the match-ups. Now 'Grease-gate' theories, profanity laden tirades, reality show buffoonery, personal attacks and racist rants seem to rule the day.
I respect the man Muhammad Ali but possibly his most lasting contribution to combat sports, negativity sells marketing ...not so much.
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